OPENING VIBE: HUMBLE BRAG EDITION, VOL. 1
By Brian Upton
When we launched Santa Cruz VIBES Magazine two years ago, we believed we could do two things at once: build the most effective, multi-platform advertising option in the region, and at the same time build a community-rooted business that made people feel something real.
We weren’t interested in chasing trends or selling space just to fill pages. We believed in storytelling — real, local, human storytelling — and we believed Santa Cruz isn’t just a beautiful place to live, but also a place full of creative, resilient, passionate people who deserved a platform that saw them, supported them, and celebrated their work.
So we started small: a print magazine, distributed by hand, with a handful of stories and a whole lot of heart. Since then, VIBES has grown into a full-spectrum media company — anchored by our quarterly print magazine, our weekly Event Santa Cruz × VIBES newsletter, a growing podcast network, original video content, a dynamic social presence, and SCVM TV: our in-location digital signage network now spreading across a three-county area. The numbers have grown, sure. More importantly, we’ve built trust and found a shared sense of who we are — and where we belong.
That’s what VIBES is really about. Not just media, not just marketing. We’re part community spotlight, part cultural amplifier — and always rooted in service. We don’t just sell ads; we build partnerships. We don’t chase algorithms; we chase impact. We don’t just cover Santa Cruz — we represent it.
From the beginning, we made a commitment to reserve 20% of all platform space for nonprofit organizations. That’s not a feature — it’s foundational. From youth mentorship to climate action, food justice to arts education, we give meaningful visibility to the people doing essential work. And by inviting our advertising partners to stand alongside those stories, we create something more powerful than promotion; we create alignment. That’s the halo effect: when your brand shows up in the context of purpose, people notice. And more importantly, they remember.
Over two years, we’ve gone from 140 to more than 240 print distribution points, stretching from Santa Cruz to Monterey, Los Gatos, and beyond. Our SCVM TV digital network, once an idea on a whiteboard, now includes 15 screens and counting, with 50 planned by year’s end and 100 by spring 2026. At full scale, SCVM TV will generate over 14 million annual impressions, with every screen placed in a locally owned, high-traffic business, keeping dollars and attention where it matters most.
We’ve produced podcasts with surfers, real estate pros, musicians, transit leaders, and hometown heroes. We’ve partnered with the City of Santa Cruz Parks & Recreation, Santa Cruz METRO, and dozens of neighborhood businesses to create storytelling campaigns that go deeper than a social post. From car shows to community dinners, music festivals to mentorship programs, we show up where the culture happens — and reflect it back with care.
Behind the scenes, we’re a lean but passionate crew of writers, producers, designers, photographers, and builders. Many of us were raised here. Some of us came and never left. But all of us share the same belief: this place is worth paying attention to. And worth investing in.
Santa Cruz VIBES was never meant to be built alone. It’s been shaped, piece by piece, by the people who believed in something more, something meaningful. The small businesses that took a leap with us before the proof was on paper. The nonprofits that opened their doors and entrusted us with stories that matter. The readers who paused, who picked up a magazine at the café, or stopped mid-scroll because something resonated. You didn’t just support a media platform — you helped spark a movement rooted in connection, culture, and community.
Looking ahead, we’re doubling down. More video storytelling. More podcast collaborations. More community campaigns that go beyond advertising to create real value. We’re not just building a media company — we’re shaping a model for what community-based storytelling and advertising can look like in the modern age.
If you’ve been watching from the sidelines, this is your invitation. Join us. Partner with us. Let’s tell stories that matter, in ways that move people and move the culture forward.
Two years in, and the VIBE is stronger than ever.
Let’s keep building it together.
Brian
